HARPIC urges prospective brides to say
‘GHAR MEIN SAAF SHAUCHALAY ZAROORI’
~Harpic Matrimonial Campaign takes an innovative approach towards changing mindsets to build toilets~
New Delhi : With a subtle yet thought-provoking initiative, Harpic – No. 1 Brand of toilet cleaners, recently launched first-of-its kind ‘Matrimonial’ campaign focused towards curbing open defecation. As a part of the initiative, the brand aimed to sensitize and dissuade women from defecating in the open and encouraging them to demand their right for hygiene and sanitation.
Nearly half a billion people defecate in the open in India and while men are casual about it, the worst affected are women, as open defecation exposes them to various health issues and even assault. Hence as an extension toHarpic Banega Swachh India, this inventive effort aims to develop a social and behavioral change strategy to trigger people’s mindset to build and use ‘clean toilets’ and establish the new way of life.
Addressing this grim issue with a distinctive approach, Harpic intended to strike a chord with families of prospective brides who often list down their priorities in matrimonial classified ads filled with status connotations. They reached out to these families urging them to include 5 more words – Ghar mein saaf shauchalay zaroori to emphasize the need for securing a woman’s privacy. In order to encourage more people to come on board, Harpic also bore ad costs for families who agreed to incorporate these 5 words in their ads.
Commenting on the campaign launch, Mr. Rohit Jindal, Marketing Director, RB India, said, “As a brand, Harpic intends to not just assist people in using clean and hygienic toilets but aims at attacking the mindset which is callous towards defecating out in the open. Harpic is committed towards building Swachh India and hopes more and more people will introspect and make a conscious decision towards adopting a dignified and respectable lifestyle.”
This initiative was carried out in UP, Uttarakhand, Jharkhand and Bihar. As a result, Harpic received 56 entries which converted into 30% advertisements carrying the special 5 words, “Ghar mein saaf shauchalay zaroori’, making matrimonial pages into a resounding call for clean toilets and leading behavior change.
RB* is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in London, Dubai and Amsterdam, and sales in most countries across the globe. The company employs approximately c. 37,000 people worldwide.
Inspired by a purpose to deliver innovative solutions for healthier lives and happier homes, RB is in the top 20 companies listed on the London Stock Exchange. We are the global No 1or No 2 in the majority of our fast-growing categories, driven by an exceptional focus on innovation. Our health, hygiene and home portfolio is led by our global Powerbrands including Nurofen, StrepsilsGaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. Our Powerbrands represent 80% of net revenue.
RB is redefining the world of consumer health and hygiene. Our people and unique culture are at the heart of our success. We have a drive for achievement and a passion to outperform wherever we focus, including sustainability where we are targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and 1/3 of net revenue from more sustainable products. We are proud to be Save the Children’s largest global partner, with a new vision to radically reduce one the world’s largest killer of under 5s, Diarrhea.
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*RB is the trading name of Reckitt Benckiser group of companies